MARCH | FEATURE
100 years of
experience
Losberger De Boer is celebrating its centenary, but
what’s the secret behind its success? Access talks
to events sales director John Cochrane
Which landmark highlights define the last
100 years?
The most recent major landmark is of
course in 2017 with the merger of Losberger
and De Boer, two long-time famous names
of the event industry in the UK, Germany,
the Netherlands and around the world. The
two founding families grew their family
businesses steadily, both becoming strong
brands through hard work and dedication to
countless events.
Losberger was founded in 1919, and built
its business on many product innovations,
including the launch of the worldwide
first aluminium tent construction in 1974,
patented flooring systems in 1988 and the
first arched roofs in 2002.
De Boer rented its first tent in 1924,
established UK offices in 1988, supplied the
Olympic Games in Atlanta in 1996, the same
year supplying structures to Farnborough
48
Air Show, and becoming supplier to the RHS
Chelsea Flower Show in 1998.
How has the event landscape changed,
and what sorts of added value services are
being requested?
The events and exhibitions industry has
become more and more geared towards the
experience of each part of the show, from the
programme to the invitations, the venue to
the catering. Every aspect must contribute
to the event, every experience must be in line
with the goal of the event. The temporary
event structure is no longer only providing
protection from the elements, it now
needs to be part of the experience. Layout
optimised to facilitate the flow of the event,
built like a building to create the comfort
“The temporary
event structure is no
longer only providing
protection from the
elements, it now needs
to be part of the
experience”